Corporate Level Strategy
Corporate level strategy
Corporate level strategy is talking about Diversification, which is to create value for shareholders by gaining new success in new types market.
1) Breakfast Market
McDonald’s do not satisfied offering hamburger, fries and milkshakes, they want to develop more different kind of food to open a new market, and then, they sell breakfast. One of breakfast is called McGriddles breakfast sandwich, which is using pancakes to replace breads .It became the biggest success of McDonald’s’ food selling and brings in about 1million new customers every day.
2) Healthy food Market
In recent years, more and more people concern about the health and they are order the healthy food when they are eating out. But the image of McDonald’s is unhealthy because of the food and the movie which called SuperSize Me. McDonald’s know that if they want to do better than their competitors, they have to gain the market from the customers who care more about health .
Thus they put a lot of healthy food in the menu, like Salad Shakers, whitemeat chicken
McNuggets, fruit and vegetable Happy Meals.
However, customers complained that the package of Salad Shakers is too tight that dressing couldn’t flow though the salad. We can see that sometimes McDonald’s new menu doesn’t work not because of the taste of food but the package. Also, McDonald's claims that the operating cost to ship and store the fruit and vegetables is very expensive.
3) Drinks Market Not only the menu McDonald’s need to modify, but also the lifestyle brand. McDonald’s know that drinking coffee is a culture or even a lifestyle for some people, thus McDonald’s add a
McCafe section in their outlets. McCafe sell coffee, muffins and desserts to the customers who want to relax in soft leather
Corporate level strategy is talking about Diversification, which is to create value for shareholders by gaining new success in new types market.
1) Breakfast Market
McDonald’s do not satisfied offering hamburger, fries and milkshakes, they want to develop more different kind of food to open a new market, and then, they sell breakfast. One of breakfast is called McGriddles breakfast sandwich, which is using pancakes to replace breads .It became the biggest success of McDonald’s’ food selling and brings in about 1million new customers every day.
2) Healthy food Market
In recent years, more and more people concern about the health and they are order the healthy food when they are eating out. But the image of McDonald’s is unhealthy because of the food and the movie which called SuperSize Me. McDonald’s know that if they want to do better than their competitors, they have to gain the market from the customers who care more about health .
Thus they put a lot of healthy food in the menu, like Salad Shakers, whitemeat chicken
McNuggets, fruit and vegetable Happy Meals.
However, customers complained that the package of Salad Shakers is too tight that dressing couldn’t flow though the salad. We can see that sometimes McDonald’s new menu doesn’t work not because of the taste of food but the package. Also, McDonald's claims that the operating cost to ship and store the fruit and vegetables is very expensive.
3) Drinks Market Not only the menu McDonald’s need to modify, but also the lifestyle brand. McDonald’s know that drinking coffee is a culture or even a lifestyle for some people, thus McDonald’s add a
McCafe section in their outlets. McCafe sell coffee, muffins and desserts to the customers who want to relax in soft leather